“Last longer, dream further” is the motto of the new “Achievements” campaign, developed for Duracell by GREY. In this striking campaign, the Düsseldorf-based marketing agency presents the long durability of household batteries from the worldwide leading manufacturer of high-performance alkaline batteries, demonstrating that dreams don’t always need wings to fly. In a promotion unlike any seen before it, GREY created a Duracell battery-powered remote control car and with it broke the world record of long-distance driving.
Fabian Kirner, GREY CCO, explains the idea behind the campaign: “Duracell has always made sure that children can play with their toys longer, giving their dreams free reign. With our undertaking we wanted to test the product under extreme conditions and honour the achievements that in the past have changed the world, by putting dreams on the road.”
Bertha Benz supplied the inspiration for realizing this endeavour. In 1888 she tackled the first long-distance drive with an automobile, a motor vehicle newly built and patented by her husband – and she did it without an official permit, asphalt roads or her husband’s expertise. She covered the distance of 106 kilometres between Mannheim and Pforzheim and not only opened the doors to success for Mercedes Benz, but also for the entire automobile industry.
And on the exact historic route Bertha Benz took almost 130 years ago, GREY has now made children’s dreams come true. In a remote control car equipped with a power source of 144 standard Duracell household batteries, they covered the over 100 kilometre distance – with a single battery charge. With this feat, they have by far broken the world record of the longest distance ever covered by a remote control car with a single charge and delivered impressive evidence of the long durability of the batteries.
